The broad Latinx demographic – which encompasses people from a Spanish or Latin American heritage, regardless of whether they were born inside or outside of the US – is the US’ largest racial or ethnic minority audience. Marketing to the people who make up this diverse group, and its subgroups, means getting to grips with the bicultural, bilingual world that is common to Latinxs, and the demographic’s heavily sociable and networked nature. Young Latinxs have huge influence, not only because it is an exceedingly young demographic but also because younger “English Language First” Latinxs can play an important role in...
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